Consumers primarily purchase basic seed mix. They buy wild bird food from various retailers, most often mass retailers, grocery stores, and pet shops. One-third anticipate spending more on wild bird food this year.

Most consumers have three or fewer wild bird stations at home. They often clean their bird feeders, with the majority doing so at least once a month.

Consumers most frequently purchase basic seed mix, relying on a variety of retailers for their wild bird food purchases, but most commonly mass retailer, grocery, and pet stores. One-third anticipate spending more on wild bird food this year.

Consumers are loyal to the brands from which they purchase, more than six in ten purchase the same brand or same couple brands each time. However, availability is crucial as when the brand is not available, the majority would switch brands.

Consumers enjoy wild bird feeding and watching because of the sense of peace, connection to nature, and satisfaction in aiding wildlife that it brings.

More than six in ten consumers associate wild bird feeding and watching with the adjectives relaxation and calmness. Most commonly, the hobby provides consumers with a stronger appreciation for wildlife and a deeper connection to nature.

In the US, bird watching significantly improves nearly eight in ten consumers’ mental health, second only to the impacts of household pets.

Roughly one-half of consumers in both markets have been feeding wild birds for five years or less. Bird watching is a shared experience, primarily with family, a significant other/spouse or children.

Nearly nine in ten consumers in both markets feel their mental health and well-being have improved since beginning to feed and watch wild birds.